In this case study based exercise, you will apply the knowledge you have gained about distribution, revenue and demand management to a ‘real’ world case – Hotel “De l'étoile” - a prestigious upmarket internationally branded property in Paris that to the outside world seems to be doing well but is in fact unprofitable for its owner.
Actual data of the distribution performance, revenue management tactics, financial situation will be provided by the hotel partner. In addition detailed information about the hotel’s competitive environment will be provided by several industry partners. Video interviews with senior managers from the property will be used to supplement written material to create a more real world experience.
As the new Director of Business Development hired to help the hotel decide how to proceed, you will evaluate the hotel’s current policies and performance, making recommendations for improvements and and plan how best to implement them.
Ce cours fait partie de la Spécialisation Hotel Management: Distribution, Revenue and Demand Management
Hôtel “De l'étoile” - a hotel in crisis?
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Programme du cours : ce que vous apprendrez dans ce cours
Semaine
1Situational analysis
In the module we will examine the very interesting case of Hotel de l’Etoile, a family owned, internationally branded, 300-bedroom hotel in the heart of Paris France. Although outwardly very successful, the property is struggling with profitability - something that owner Greg Sayer feels might be connected with its distribution, revenue management and demand management strategy....More information will be released progressively as you complete the assignments. Please, see the "Resources" tab of the videos unlocked after you will have done our peer assessment.
6 vidéos (Total 22 min), 5 lectures, 1 quiz
6 vidéos
Situational Analysis: Peter O'Connor3 min
First Interview with Greg Sayer, Owner of the hotel3 min
Interview with Gabriella Bidewell, General Manager6 min
Discussion between Sally Smith and Fred Adam, Revenue Mangers3 min
Set up by Peter O'Connor and reaction from the owner of the hotel about this analysis3 min
5 lectures
Hotel de l'étoile income statement10 min
Hotel de l'étoile Distribution Report10 min
Hotel de l'Etoile market segmentation report10 min
Smith Travel Research Report: Trend report10 min
Hotel location map10 min
Semaine
2Questionning the brand?
Having completed your analysis, you should make a clear recommendation as to what the owners should do with regard to the brand in order to improve performance.
1 vidéo (Total 4 min), 1 quiz
Semaine
3Recommendations to the board Family
Having completed your analysis and had feedback from your peers, it’s now time to make your recommendation as to what the hotel should actually do.
1 vidéo (Total 1 min), 1 quiz
1 vidéo
Semaine
4Implementation of the strategy
Assuming that the board approves your recommendation, and having had feedback from your peer, you next need to assess the operational implications of implementing your strategy.
1 vidéo (Total 2 min), 1 quiz
1 vidéo
4.4
8 avisMeilleurs avis
par DK•Oct 18th 2017
I have learned so much through this Capstone project. How to apply the RM in a hotel scenario from concept to analyzing to implementation. Thank you Coursera for this wonderful learning platform.
par EM•Aug 17th 2016
Wonderful course & specialization - I learnt a lot !
Enseignant
Peter O'Connor
Professor of information systems, Director of the MBA in Hospitality ManagementInformation systems
À propos de ESSEC Business School
For over a century, ESSEC has been developing a state-of-the-art educational program that gives the individual pride of place in its learning model, promoting the values of freedom, openness, innovation and responsibility. Preparing future managers to reconcile personal interests with collective responsibility, giving consideration to the common good in their decision-making, and weighing economic challenges against the social costs are some of the objectives ESSEC has set for itself. Its ultimate goal? To create a global world that has meaning for us all.
À propos de la Spécialisation Hotel Management: Distribution, Revenue and Demand Management
Market hospitality services, manage demand, and optimize revenue.
This Specialization covers the basics of hotel demand management, distribution, and revenue management. You’ll learn how e-commerce intermediaries such as online travel agencies are impacting the already-complex hospitality sector, and you’ll explore tools and techniques that will help you effectively market hospitality services and maximize business revenue in this new global industry landscape. In the final Capstone Project, you’ll evaluate the importance of hotel branding in business success through a hands-on, real-world case study. During the sessions, you will hear from senior hotel industry executives commenting on distribution, revenue and demand management issues. We will also interview two leading Online Travel Agents on how to maximise online business for your property, and have partnered with Duetto and SnapShot, two leading hospitality industry companies, to gain access to cutting edge knowledge, thus insuring that the competencies that you gain will make you operational immediately as well as bang up to date on industry trends.
Foire Aux Questions
Quand aurai-je accès aux vidéos de cours et aux devoirs ?
Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.
À quoi ai-je droit si je m'abonne à cette Spécialisation ?
Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.
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